Linda Deep Dive study

Farm and Ranch Report February 16, 2011 The U.S. Potato Board knows a lot more about its target audience represented by Linda following a segmentation study conducted last fall. It was called the Linda Deep Dive study and it came up big with insight.

Kathleen Triou, USPB Vice President of Domestic Marketing, says among the things learned was Linda’s concept of convenience.

Triou: “Cooking easy for her is defined more about only a few ingredients or a few steps to prepare. It could take an hour in the oven or 16 hours in the crockpot but for her the time involvement is actually quite short.”

Also Linda is a confident cook, whose friends look to her for advice on recipes, and she likes a sit-down family dinner where members socialize and enjoy the meal.

Triou: “And for her potatoes play a huge role in that because it is definitely one of those things that her whole family loves. And she told us directly a meal without potatoes doesn‘t feel like a complete meal. It feels less satisfying.”

But Triou says Linda tends to get into a rut and prepares potatoes the same way over and over.

Triou: “An opportunity for us as we continue to move forward really is around infusing new go-to recipes for her. New ideas.”

And that is just one of the opportunities and some of the insight gained from the Linda Deep Dive study which is helping the Potato Board optimize its marketing programs.

That’s the U.S. Potato Update. Brought to you by the United States Potato Board, maximizing return on grower investment. I’m Bob Hoff for Northwest Aginfo Net.